Why couples don't come back for the wedding bands—and how you can change that

A bride- and groom-to-be walk into your store, brimming with excitement as they shop for the perfect engagement ring. You help them select a stunning piece, the sale is made, and they leave happy. And so are you! 

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Months later, you expect them to come back for the wedding band… but they don’t. Instead, they go to a competitor, buy online, or worse, you never find out at all. Why did they slip away? And what can you do to prevent it from happening again? In the world of luxury retail, peak performance isn’t just about making the sale—it’s about creating opportunities for repeat business. 

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Let’s dive into why couples don’t return for their wedding bands and how you can change that.

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The Opportunity

Let’s set the stage with the opportunity you have. The wedding band is more than just another sale: it’s the second half of a relationship you’ve already invested in. Successfully bringing a couple back for the wedding band not only boosts revenue, but also deepens their connection to your store. 

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According to Bain & Company, repeat customers spend up to 67% more than new customers, making the post-engagement follow-up a crucial part of the customer journey. Yet, many jewelers miss this opportunity by not creating a clear path for couples to return.

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The Problem

So what’s the problem? Why don’t couples come back for the wedding band? The reasons are varied, but they often boil down to one core issue: lack of intentional follow-up.

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In the whirlwind of planning a wedding, couples are inundated with options and overwhelmed with decisions. Without a strategic follow-up plan, it’s easy for your store to slip off their radar, even if they loved their engagement ring purchase. 

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Meanwhile, competitors are ready to swoop in with targeted messaging, enticing discounts, and compelling offers that make it easier for couples to say yes elsewhere.

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The Solutions

There are many ways to keep your bridal clients connected to your store between the engagement ring and the wedding band purchase. Here are three key strategies to help you win that second sale.

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Plant the seed early

Your best chance to get a couple to come back for the wedding band? Plant the seed early— before they ever leave the store with the engagement ring. 

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For example, during the engagement ring consultation, mention the importance of matching or complementing the wedding band. Consider offering a sneak peek at potential band styles that pair well with their chosen ring. Creating a visual connection between the engagement ring and the wedding band not only helps the couple envision their complete bridal set but also keeps your store top of mind when it’s time to make that second purchase.

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Follow up with a purpose

A generic “How’s the ring?” email isn’t going to cut it. Instead, craft targeted follow-up messages that are timely and relevant. You might reach out a few weeks after the engagement ring purchase with a message that says:

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“I saw your post with that beach proposal! Congratulations! Let us know when we can help you complete the set. I’ve already pulled a few pieces that will match Jessica’s rose gold style perfectly.” 

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Then, include a curated selection of wedding bands that match their specific style and budget. This approach feels more personal and less like a sales pitch, reinforcing the relationship you’ve already established.

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Create a sense of urgency—but not pressure

As the wedding date approaches, couples are already under pressure to finalize every detail, including the wedding bands. They don’t need more pressure. But some do need a deadline. 

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Use this timeline to your advantage by creating a sense of urgency around your offerings. Highlight limited-time promotions on wedding bands or emphasize how custom orders need to be placed by a specific date to ensure they arrive in time. Urgency without pressure keeps the focus on service and customer care while still nudging them toward making that purchase.

Final thoughts

Remember: achieving peak performance isn’t just about making one standout sale—it’s about extending the customer journey, guiding them from the first purchase to the next. By planting the seed early, following up with purpose, and creating a sense of urgency, you can transform a one-time engagement ring buyer into a loyal, lifelong client. After all, the true measure of success isn’t just the initial sale. It’s the repeat business that follows.

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